How to Choose the Best Social Media Platform for Your Medical Spa

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Before you start promoting your cosmetic clinic or medical spa on social media, it's important to determine which social media platforms you’re going to use, how they’re likely to perform, and how much time it’s going to take to get results. Just “doing it” is going to lead to wasted time and effort that produces mediocre results.

How to Choose the Best Social Media for Your Business

To make an informed decision on where you should focus your social media marketing effort, start by thinking through what you’re trying accomplish and match that with what your resources and time commitment will allow. A focused effort is going to drive much better results than a spray-and-prey approach.

Let’s think through a few things..

1: What social media platform are your patients using?

Share of U.S. Adults Using Social Media, Including Facebook, Is Mostly Unchanged Since 2018. Source: Pew Research Center, Washington, D.C. (2019)

Share of U.S. Adults Using Social Media, Including Facebook, Is Mostly Unchanged Since 2018. Source: Pew Research Center, Washington, D.C. (2019)

For most clinics you you likely won't want to bother with social media apps like Snapchat or Reddit because very few patients in the age group that you’re going to be targeting that use those platforms. Instead, you'll want to focus on the apps they do use—primarily Facebook and YouTube.

Note: For most clinic’s, the majority of the patients you’re looking for are going to be on Facebook and Youtube, but those also can be the most expensive since the competition is fierce.

2. Where are competing clinics and medspas focusing their attention?

If your competitors are having success with a specific social media app, you may also do well there. Conversely, if your competitors are neglecting a specific app, there may be an opportunity for you to capitalize on that neglected market.

It doesn’t take much effort to track down what your competitors are doing. Most companies display links to their social media profiles on their websites, so it should be easy to collect data on where your competitors are focusing their social media efforts. It's also good to actually visit their social media profiles and make sure they're maintained; a rarely used social media profile shouldn't be considered an active effort.

3: What is the reach into your desired patient population?

For the most part, succeeding on social media requires that you have followers or subscribers, with a few exceptions: YouTube videos, Twitter Tweets, LinkedIn Articles, and Pinterest Pins are indexed by Google, meaning people can discover that content through a general Google search.

Profile pages/channels are indexed by Google for all of the social media apps we're looking at in this article, including Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, and even Reddit. It’s an easy way to pick up a backlink so you should default to having well designed and professional looking profile pages on every social network, even if you don’t use them much.

Resource: https://workhorse.design can help you out here if you need design help that knows the industry and they won’t cost you agency prices.

Note: individual posts on LinkedIn, Facebook, and Instagram are not indexed by Google, so the only way to get those posts in front of an audience is to either publish it for your network or get others to share it to their networks.

Additionally, the algorithms these platforms use can have a major impact on whether or not your posts are seen, even by people who follow you. For example, Facebook made a change to its algorithm in early 2018 to prioritize posts from friends and family, and as a result, organic reach on the platform severely declined for many brands.

The result: Facebook doesn’t work as well for organic distribution to a wider network.

4: Does the social distribution fit the content you’re creating for your clinic?

Instagram and Pinterest are focused on image content. YouTube is focused on video content. If you mostly produce text-based content and use stock images, you’re dead in the water there.

Unless you plan to add designers or videographers to your payroll to create these assets for your social media efforts—or plan to learn how to do these things yourself—you'll be better served to concentrate on text-focused sites like Facebook, Twitter, LinkedIn.

Resource: LinkedIn is a surprisingly good venue for medical spas, if you do it right. We have a course on the training academy that teaches you exactly how to build your influence on LinkedIn.

5: Should you use paid advertising?

Low organic reach isn't necessarily a barrier if you're willing to spend money on ads. Each social media app offers advertising opportunities, though some are more detailed than others.

For example, apps like Facebook and LinkedIn have deep data-sets that let you target potential patients in a very specific audience. Popular YouTube channels often offer sponsorship opportunities but often don’t work well for a specific geography.

In most cases you’ll be paying extra to get in front of people who will never become a patient.

Question: Is anyone else tired of the endless stream of “we get you patients on Facebook” pitches by “medical spa consultants”

6: How much time should you devote to social media?

One mistake that many businesses make when they're getting started with social media marketing is trying to continually update every social media app. The problem: Keeping multiple social media accounts updated is a lot of work, and unmaintained profiles can reflect poorly on your clinic.

The more realistic approach is to focus on one or two platforms—no more than you realistically have time to keep updated, and to point your other profiles at these maintained accounts. This will give you more time and attention to really grow your audiences on those channels and actually engage with the people who follow and interact with your business.

For example: You may create a profile on Pinterest, but just include a message that says that you spend most of your time connecting with people on Facebook and warmly asks them to follow you there.

Recommended Resources:

Making Your Medical Spas Homepage Succeed

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Have you ever found anything similar with the fastest growing companies in the world today? (Hint: It's not overwhelming choice.)

For the fastest growing companies today, there seem to be some common denominators. I'm not sure if they got around together and discussed how they should make their homepages but it seems they stumbled into something important. Perhaps I could share some observations that you may be able to apply to your medical spas site, or pricing, or something.

First, you can't access their content without any signup. There are a lot of startup companies that make a mistake of giving people free access to their site whether it's apartment bookings or making schedules. Often times this is a bad idea. As much as we would like it to be, if your visitor can interact with a lot of things before signing up, then he will most likely not sign up.

Secondly, there is an absence of many links and in many cases just a single option. For many years, many internet marketers developed this "Squeeze Page" with minimal content and a single "call-to-action". They figured out that adding more information could distract a visitor and could cause them to click away to different websites. If you notice in the snapshots of these websites, there are not many links.

Third, focus on a single and clear value proposition. Often times, your products value is drilled down into one clear statement. It's some sort of slogan which clearly states what your product is about. Most people never read past the first sentence and it's important to get your thoughts across with just one statement or sentence. You could also consider this as your testing ground. Just change one sentence and see which one works.

Fourth, people are selfish. Contrary to popular belief, people don't share as much as everyone hopes. Most startups start thinking that people will use their product because it helps them share things more easily. Unfortunately, even people who share don't share things all of the time.

Fifth, they have big images. A picture paints a thousand words. So does a big image.

Lastly, they have embedded signup forms. Make your signup process available from the homepage so people don't have to navigate through a lot of links just to sign up. Generally speaking, the more clicks you have in your signup process, the more likely people will drop off halfway. If you notice, most of them have the signup forms in the upper right hand corner of the homepage, above the fold. Most of them rarely ask more than your name, email and password.

Whenever I tell people about these things, they say, "Everyone's already on facebook or Twitter, so I don't really have to explain what my products are about."

You're wrong.

Maybe everyone we're connected to are already familiar with Twitter and Facebook. However, we're not trying to connect to just me and you. You're trying to market your medspa or clinic to all of people who use the internet (in your area at least) and believe me when I say that not all of them have heard of Twitter or Facebook. Those are the people that these homepages are trying to sign up.

There's a lot that your medical spa can learn as a business and taking to heart what some of the fastest growing businesses in the world are doing will be time well spent. Take a look at your home page and ask yourself what your goals really are.

Facebook Advertising For Your Cosmetic Practice - Results From A 3 Day Trial

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Facebook marketing for your cosmetic practice: Is it worth advertising your clinic on Facebook?

I've advertised with facebook before and thought it to be somewhat useful.  I liked how it didn't waste paper.  I already think there's too much waste in this world.  But at the same time, these online ads don't sit around for a long time like some advertisements in physical print. This time, I decided I was going to try a 3 day experiment and see if I thought facebook ads were worth the investment.

Advertising format on facebook

The ad format I chose was one of those ads that show up on the side of the screen.  Currently, facebook has rotating ads in this area so that more ads could be shown. One downside to this method of advertising for facebook is that currently these ads don't show up on mobile devices. There are other ways of advertising on facebook which involve getting a status update to show up as sponsored notices - this does show up on mobile devices in the standard newstream (which is essentially the main page of facebook).  The reason I didn't choose this format for myself was that I couldn't customize the audience reach as much as I could if I had chosen one of the ads on the sides.  Thus I chose the side ads. Then I also chose the link to be that of my own facebook page for my practice rather than my own webpage. This means that when they click on the ad, they will be directed to my facebook page.

I made a few ads that were very similar but they would bid through the facebook system via different methods. One was a pay per click and the other was pay per view. Then I also added a few different pictures - one was our logo and the other was the picture of our plastic surgeon (my wife).

Intended audience

I narrowed my audience to women, age 20-50, located within 50 miles of my practice's city, and not associated with my facebook page.

Budget

I assigned a budget of $50 a day to be spent per on all the ads that I had created (pay per click, pay per view, picture of logo, and picture of surgeon), and the ad was to run for 3 days.  Thus I spent $150 on this brief ad campaign with facebook.

What was I advertising?

My wife normally charges $200 for breast related consultations.  She decided for the month of October to charge $25 instead, since October is Breast Cancer Awareness month.

What did I get out of this facebook advertising campaign?

I got 20 more new members on my facebook page.  Sometimes these members are called "fans."  I think these are potentially new patients in the future.

More importantly, I got 3 calls which all turned into consultations. These were 3 calls that could be tracked back to directly seeing this advertisement on facebook. There were other consultations that booked as a result of seeing free status updates on our facebook; these consultations were not counted as part of this experiment. 

Was it worth it?

It was worth it to me. $150 for 20 new facebook members and 3 consultations in 3 days.  The immediate measure of the worth of this advertising campaign would be the conversion rate of our practice. If even one of the 3 consultations turns into a surgery.  It would have covered the $150 expense of the advertisement.  I stopped the advertisement because we didn't have any other spots available in October for any more consultations.

There's so many other strategies one could employ to get more patients. The $50 limit per day x 3 days was my self imposed limit. I can imagine that others could set a $200 per day limit and run the ads for a month. Furthermore, one could advertise via the promoted (non-free) status updates which then would have a broader reach, but I would rather narrow down my audience to women only, age bracket, etc.   I'm sure that facebook would welcome more aggressive strategies. I have advertised several times with Facebook before, but it got somewhat addicting and I found myself being happy to spend more and more money as I saw the clicks roll in. In many respects it felt like tracking stocks with graphs that facebook provides. I thought I'd try a disciplined approach this time and I'm happy to share the experience here.

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